WPP Media is making a comeback, topping the global rankings for pitch wins for the March quarter.
COMvergence's Global New Business Barometer shows WPP Media led both the total and net new business global rankings, generating $US1.5 billion in new client billings.
Key wins included Jaguar Land Rover and Estée Lauder globally, and SC Johnson in North America.
However, WPP Media also recorded losses of $US819 million.
WPP, after a series of client losses in 2025 and shrinking revenue, in February announced a multi-year strategic plan including cost cutting and creating four key divisions.
WPP forecasts that 2026 like-for-like revenue less pass-through costs to decline in the mid to high-single digits in the first half of 2026 with an improving trajectory in the second half.
The newly formed Omnicom Media Group — now consolidating results from six agency networks: Initiative, Hearts & Science, Mediahub, OMD, PHD and UM — followed in second place, combining $1 billion in new client wins with $1 billion in retentions, including Delta Airlines and Dyson.
Publicis Media ranked third, with a comparatively modest new business performance relative to the other two groups.
Of the $7 billion in total reviewed media spend, 25% — representing $1.8 billion — was awarded to bespoke solutions operated directly by one of the Big 3 holding groups: WPP Media, Omnicom Media, and Publicis Media.
WPP Media secured $1.2 billion, followed by Omnicom Media with $520 million and Publicis Media with $80 million.
“Our Global Q1 2026 New Business Barometer marks the first time that group-dedicated teams have represented such a significant share of total reviewed spend, reflecting the growing consolidation of media business within bespoke, centralised group solutions,” said Olivier Gauthier, founder and CEO of COMvergence.
At agency network level, Wavemaker ranked first globally with a total new business value of $382 million, driven primarily by the retentions of Huawei in China and Reckitt in India. EssenceMediacom ranks second, boosted by the retention of the Estée Lauder account in China.
Hearts & Science takes third on the back of the retention of Cox Automotive in the US and the win of Xiaomi in China.
In terms of net new business (excluding retentions), Local Planet — a consortium of independent media agencies present in 50+ countries — leads the ranking with $146 million in incremental billings won, driven primarily by the strong performance of German-based agency Pilot.
The overall retention rate was 38%, one of the highest rates over the past few years. Publicis Media recorded the highest overall retention rate among the big five in retaining client relationships after competitive pitches, followed by Omnicom Media (70%) and WPP Media (62%).
Independent agencies — more than 100 assessed in the report — captured $1.4 billion, representing 20% of total spend reviewed, with about one third of this volume attributed to Horizon Media, the largest US independent, including wins of Discover and WeightWatchers.
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